To promote that Prime Video was live streaming Thursday Night Footbal games we re-designed the Amazon shipping boxes delivered to customers’ doorsteps to resemble the color and texture of a football..

American-style football is played on a gridiron with a distinctly shaped brown oval ball which is instantly recognizable to North American audiences as a symbol of the sport. Games are usually broadcast on TV as well as over the radio; however, the retail giant Amazon has continued to expand its video offeringsfor Prime Customersby live streaming11games of the National Football Association (NFL) on its digital video platformduring the 2017 regular season.Amazon’s shipping boxes are one of the most recognizable brand elements for the online retailer reaching millions of customers every day, allowing us to make an immediate connection between Amazon and football in a way that surprises and delights.

The custom Amazon boxes were shipped to nearly 10 million customersin the US and 125K morein Mexico. The boxes were well received,even makinga cameo on Jimmy Kimmel Live, with Channing Tatum sharing a video of him using one of our boxes to hide his daughter’s Halloween candy. Streaming results were stronger than expected, as the boxes helped us to reinforcethe connection between Amazon and NFL Football in the minds of customers andsignificantlygrewthe NFL’s audience on Prime Video .